Related Studies

Overview

The Search Engine Optimization Analyst (SEOA) program is designed to provide students with the
necessary digital aptitudes to meet this growing industry demand. Students will develop a
foundational understanding of web coding to connect online business strategy with digital
execution, as well as analytical skills that are developed through the use, exploration and
application of various analytic tools.

Career Opportunities

On completion of the program, graduates would be able to find work in the broad field of digital
strategy and development. These positions vary - with a focus ranging from data analytics to web
development. Should students wish to pursue these subject matters on a more granular level, they
could enter Seneca's specialty programs - namely, the Webmaster Content Site Design and Digital
Graphic Design programs.

Entry Requirements

Experience with internet technologies

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Students learn the basic principles and accepted structure of web design, build advanced HTML5 websites using modern techniques and best practices, style websites using CSS3 and validate, debug and fine-tune HTML5. Web usability and accessibility heuristics and responsive design are also covered.

Students learn to improve search engine ranking by incorporating best practices in content creation in conjunction with the application of analytical and developmental tools including Google Analytics and Google's Keyword Tool. Semantic page markup, micro-formatting and URL strategies are also covered to support the SEO analysis.

Students learn to develop online ad campaigns supported by the use of strategic data analysis tools, along with campaign development tools. In addition, students will know the ingredients of an effective online advertisement and will understand the appropriateness of using media such as text, image, video or interactive media.

Students are introduced to Google Analytics as a powerful web measurement tool. Emphasis will be placed on best practices for account set up, custom analytics tagging, and segmentation. Basic and advanced reporting methods will be discussed with focus on extracting insight from extensive collection of metrics. Building on this knowledge, students will develop and understanding and appreciation for the art and science of Key Performance Indicator creation and monitoring. A further breakdown of KPI's will be examined according to business structure and stakeholder involvement.

Current and potential customers are utilizing various social media platforms to converse about your product/service. Understand how to leverage online tools for gaining insight into your customer base, as well as your competition. Students will develop an in-depth understanding of these platforms, and how to develop a strategy that can be monitored and measured to calculate Social Media ROI.

Mobile usage and browsing continues to increase at an unpredictable rate. This course explores the fundamental differences in user behavior across various devices, and how to design an optimal mobile experience, based on these preferences. Students will learn to strategize and evaluate the placement of on-line ads, banners, landing pages and email campaigns, against a spectrum of mobile devices. Design principles, content layout, features, and functionality will be heavily discussed.

Decision makers are being overwhelmed by the amount of information available for collection both on-line and off-line today. And the challenge has become, how to present it cleanly and clearly. Students will be introduced to data modeling using various platforms for analysis. Excel Pivot tables/charts, splicers, and functions will be examined to mine large data sets for insights. Students will also be introduced to additional data visualization tools for added analysis and presentation. Along with data presentation tools and personal skills training.

Design a digital marketing research plan to promote increased traffic to websites.

Use analytic tools and techniques to improve online visibility and exposure.

Assess social media strategies to align with online business objectives.

Develop interpersonal and communication skills to improve job performance and professional
relationships with employers and clients.

Transfer Credit (Advanced Standing)

Many students who enter Seneca College will have earned academic credits in post-secondary
educational institutions which they may be able to apply toward completion of a Seneca College
program.

Requests for Transfer Credit must be for a specific course and must be accompanied by an
official transcript and course outline. A minimum grade of "C" (60 percent) is generally required
for a course to be considered for Transfer Credit.

Download a
Transfer
Credit Request form. An official copy of your transcript and applicable detailed course
outlines should be attached and submitted. Please note it may take 4 to 6 weeks for a Transfer
Credit decision.

More Information

Graduation

If you meet all program requirements and become eligible for a Certificate, Diploma or Degree
you must inform the Registrar by completing a
Graduation Application
form and paying the fee. Forms are available at the Registration office and online.

Certificates and diplomas are issued twice a year: Fall (October) and Spring (June). Graduation
Application forms must be received no later than July 31 (for Fall Convocation), November 30 or
March 31 (for Spring Convocation).

Minimum Performance for Graduation

Students will only be eligible to graduate with a Seneca College certificate or diploma if they
have maintained an overall good standing in their current program of study. Students in degree
programs will be eligible to graduate when they have obtained an average of C (2.5 GPA) in courses
in the main field of study, and an average of C (2.0 GPA) in all other courses.